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Claire Robinson

Doctor of Philosophy, (Politics)
Study Completed: 2006
College of Humanities & Social Sciences


Thesis Title
Advertising and the Market Orientation of Political Parties Contesting the 1999 and 2002 New Zealand General Election Campaigns

Read article at Massey Research Online: MRO icon

Dr Robinson examined the advertising messages of the highest polling political parties for evidence of voter and competitor orientation in the 1999 and 2002 New Zealand general election campaigns. She found plausible associations between the visual manifestation of market orientation in political advertisements and parties’ achievement of their party vote goals. Successful parties demonstrated an affinity for their target voter groups through images of core voters and their environments, and images of party leaders interacting with voters. Concern for the satisfaction of the needs of core voters was demonstrated by using words of togetherness and proving the party had met their previous promises. Successful parties were clear about what they were offering in exchange for the party vote and recognised the need to offer something in addition to previous offerings in order to attract new voters. Dr Robinson’s findings should be of interest to political parties planning future election campaigns

Associate Professor Kerry Taylor
Associate Professor James Watson